THE OBJECTIVE THE OBJECTIVE The objective of the new campaign was to target hospital-purchasing decision makers and generate qualied leads at a higher conversion rate than the original campaign with the help of landing page optimization. THE SOLUTION THE SOLUTION The challenge was that the paid keywords generating the trac were not hospital-specic. The new campaign needed to “weed out” respondents who were not part of the target audience, and hit decision makers with messaging that was specic to their hospital’s size and needs. ion created a message-matched set of post-click marketing conversion paths with segmentation to direct respondents down forks based on the size of their hospital. THE RESULTS THE RESULTS Based on post-click marketing segmentation analysis—conducted in real time—

Join for free to read